Bajaj and Triumph Join Forces

Bajaj Auto and Triumph Motorcycle surprised us yesterday by announcing their partnership. This partnership will focus on developing mid-capacity motorcycles and sell them across the world. Both motorcycle brands released a joint statement saying ” This partnership will benefit from collective strengths of both the companies”. However, this partnership is a no-equity alliance. It’s likely that Bajaj will develop 300-600cc motorcycles that will be marketed as Triumph.

The joint-statement mentioned, “We hope to bring to bear upon global markets the individual strengths of the partners including brand position and perception, design and development technology, quality and cost competitiveness and worldwide distribution.”

What does it mean for Triumph?

There are some markets where Bajaj has very good distribution channel. This will allow Triumph to increase its presence in those markets. This includes most of the emerging markets like Africa, Asia, South East Asia that were ignored by the big brands until now. The motorcycles developed with this partnership could be marketing in above mentioned emerging markets and other developed markets like US and Europe.

Rajiv Bajaj at Dominar Launch

What does it mean for Bajaj?

Bajaj can leverage the Triumph Brand that has a rich history of making premium motorcycles. And by being associated with triumph, Bajaj will automatically gain recognition in international markets.

We have seen similar partnership previously between TVS and BMW Motorrad which has given birth toG 310 R motorcycle. This motorcycle is already on sale in European and American markets. However, are yet to be seen on the Indian roads. The foundation has been laid for this Bajaj-Triump partnership. However, the fruit of this partnership could only be seen in a couple of years when the Triumph’s mid-size motorcycle gets ready.

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Siddharth has always been passionate about Cars and Bikes. He was the kind of kid that always had the latest Auto magazine in his school bag. He had this dream- to become a professional racecar driver. Finally, in 2012 he found himself racing as a rookie driver in the Polo R Cup national racing championship. Over time he had to readjust the sail and get into automotive journalism to continue enjoying machines on wheels.

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Siddharth Sharma

Siddharth has always been passionate about Cars and Bikes. He was the kind of kid that always had the latest Auto magazine in his school bag. He had this dream- to become a professional racecar driver. Finally, in 2012 he found himself racing as a rookie driver in the Polo R Cup national racing championship. Over time he had to readjust the sail and get into automotive journalism to continue enjoying machines on wheels.